Sammi

Sammi asked us to turn a hodgepodge of sandwich and cake products into a lifestyle brand. They wanted to lead with their new cakes, but the sandwiches carried the brand's equity and its best shot at owning the category. Our audit turned up something bigger. Nearly everything Sammi said was aimed at distributors and retail buyers, and almost nothing spoke to the person grabbing lunch off the shelf. I reframed the work around the core sandwich brand as a product family built to grow, and the client signed on for our full 2026 roadmap immediately. We've refreshed the logo and sprinted new PB&J packaging in two weeks for their buyer meeting with Circle K.

2026